Brand Tone

Authentic & Genuine, Enthusiastic & Stoked, Casual & Relaxed, Creative & Playful, Community-Focused & Inclusive, Cool & Confident, Raw & Lo-Fi

Brand Values

• •Passion for Riding
• •Fun & Enjoyment
• •Creativity & Self-Expression
• •Friendship & Community
• •Authenticity
• •Progression & Pushing Boundaries
• •Quality & Durability
• •Independence & Counter-Culture

Best Practices

• •Speak from the Rider's Perspective: Use language that resonates with mountain bikers – authentic, a bit informal, and passionate. Avoid overly corporate or generic marketing speak.
• •Prioritize Visual Storytelling: Let the riding and the fun do the talking. High-quality, engaging photos and videos are key, reflecting the brand's creative and lo-fi aesthetic where appropriate.
• •Keep it "Crew" Centric: Emphasize the collective, the friendships, and the shared experiences. Use inclusive terms like "we," "us," and "the crew."
• •Inject Enthusiasm and Positivity: Let the genuine stoke for mountain biking shine through. Use energetic language and celebrate the joy of riding.
• •Stay Authentic and Don't Take It Too Seriously: While professional, maintain the down-to-earth, sometimes irreverent, and always genuine voice that defines 50to01.

Social Perception

Influential & Inspiring, Authentic Collective, Stylish & Cool, High-Quality Gear, Entertaining & Refreshing Content, Community Builders, Respected Riders

Copy Examples

• •The new All Day V3s are here. More sending, less worrying. Built by us, for the session. Get yours and get loose. #50to01 #RideAllDay
• •Next film's brewing... Expect sketchy lines, good mates, and pure MTB chaos. Full edit drops Friday. You ready? 🔥 #50to01 #NewFilm #MTBLife
• •Best bail you've had recently that ended in laughs instead of tears? Share your stories! We've all been there. 😂 #50to01Crew #FailFriday #KeepRiding
• •It's always been about the bikes, the mates, and the good times. From hand-dyed tees to global sends, the vibe stays the same. Cheers for being part of the 50to01 journey. 🤘 #50to01 #PassionForRiding
• •Gear Up for Good Times. 50to01 Ride Wear – Made for the Ride, Built to Last.